Third party measurement essential for Connected TV investment, says Venessa Hunt

Third party measurement of Connected TV is needed to get marketers on board, Group M’s head of digital investments and partnerships, Venessa Hunt, has argued.

Hunt, who sat on a panel with Nine, Seven and MCN at Mumbrella360, said while clients “absolutely” know the potential of Connected TV – which now makes up 45% of total content consumed – they are confused about what they are trying to achieve.

Hunt says measurement is needed to get brands and agencies to invest in Connected TV